MILANO SAKE EXPERIENCE
MILANO SAKE EXPERIENCE (formerly known as the Fuori Milan Sake Challenge) is a sake tasting event aimed to let as many Italians as possible familiarize with Japanese sake and deepening their knowledge. Among the sakes exhibited at MILANO SAKE CHALLENGE, unopened sakes that approved in advance by the sakaguras will be open to the public for tasting.*
In 2024, approximately 1,000 people attended the event, with 60% being B2B professionals such as restaurant owners, sommeliers and buyers, and 40% general consumers. The aim was to promote Japanese sake in the Italian market from various angles.
The MILANO SAKE CHALLENGE 2025 Awards Ceremony will be held on the same day and at the same venue prior to the event. Medias, sake sommeliers, and buyers will be invited to the awards ceremony, providing an opportunity to widely introduce the winning sake
*Unopened sakes are stored at 0°C in a dedicated refrigerated warehouse in Milan until the day of the event. We take utmost care in preserving the quality to ensure that visitors can enjoy your precious sake properly.
SAKE TASTING EXPERIENCE
Sake Sommeliers, who also serve as judges for the MILANO SAKE CHALLENGE, will be in charge of each stand, serving sakes and providing explanations.
SAKAGURA BOOTHS
Sakaguras can showcase their signature sakes at their stands, directly communicating the unique characteristics and appeal of their brands to visitors. It is also a good opportunity to have visitors taste each sake and get feedback.
MASTERCLASSES
The event will feature over 20 seminars aimed at digging deeper into the complex world of sake, some of which will be held in collaboration with sakaguras.
We will organize a collaboration dinner with several popular restaurants in Milan for the sakaguras that participated in sakagura booth (additional cost applies). The sakaguras will provide their selected sake brands to each restaurant, and the chefs will create dishes that go well with the sake, allowing them to experience pairing. This dinner event will be introduced to the media as part of the MILANO SAKE EXPERIENCE.
PARTNERS OF MILANO SAKE EXPERIENCE
Consorzio del Prosciutto San Daniele
San Daniele is a renowned region for producing prosciutto.
The consortium plays a central role in preserving the traditional production methods, carried out by skilled artisans using carefully selected ingredients.
Consorzio del Parmigiano Reggiano
Parmigiano Reggiano is one of Italy’s most iconic cheeses.
It is produced exclusively in a limited area of Northern Italy, ensuring its exceptional quality.
Yamagata Prefecture
Pure water, harsh winters, scorching summers, and dramatic temperature swings between day and night.
Yamagata is home to a wide array of distinguished sake, nurtured by this rich natural environment.
Miyagi Prefecture
Miyagi Prefecture, which has declared itself a “Junmai Sake Prefecture,” is known for its crisp and dry sake.
Its distinctive flavor comes from a unique low-temperature, long-term fermentation technique that transforms the harsh cold of winter into refined umami.
Sake Company
With a mission to deliver premium-quality sake to Italy and promote authentic Japanese sake culture, this company engages in the import and distribution of sake for both B2B and B2C sectors.
Sake Sommelier Association
Based in the UK, the organization is dedicated to promoting sake education and awareness internationally.
It trains sake sommeliers and collaborates with local hosts in various countries to organize the “SAKE CHALLENGE” events.